Japan: ad technology market size by segment 2027

The value of the operational advertising segment within the advertising technology market in Japan was estimated at more than 909 billion Japanese yen in fiscal year 2020. It was the largest segment of the market, ahead of search-linked advertising. The total value of the Japanese ad technology market during that year stood at 1.89 trillion yen. While operational advertising and search-linked advertising were expected to grow in the coming years, booked advertising and performance-based advertising were expected to shrink.

Value of the advertising technology market in Japan in fiscal year 2020 with a forecast until 2027, by segment (in billion Japanese yen)

Characteristic	Booked advertising	Search-linked advertising	Operational advertising	Performance-based advertising
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Release date

December 2021

More information

Region

Japan

Survey time period

fiscal year 2020; the Japanese fiscal year starts on April 1 of the stated year and ends on March 31 of the following year

Supplementary notes

*Forecast.

Advertising technology refers to information technology that controls the matching of advertising placements and advertising spaces on the internet by utilizing the know-how of financial engineering, artificial intelligence (AI), etc.
The advertising technology market refers to the total advertising medium costs of advertisements placed on websites and apps that are provided by telecommunications services that use the internet or mobile devices. Objects are advertisements that use text, visuals, or sound (music, narration). Production costs of contents are excluded.
The advertising technology market consists of the following segments: booked advertising, search-linked advertising, operational advertising (incl. e-commerce), and performance-based advertising.

100 Japanese yen equal 0.76 U.S. dollars or 0.71 euros as of January 2023.

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